New National Stop Cyberbullying Day initiative underscores the brand’s ongoing commitment to bringing attention to the global problem of cyberbullying, alongside its partnership with the Cybersmile Foundation

LOS ANGELES, June 17, 2022 /PRNewswire/ — Change starts here. Urban Decay Cosmetics announces the latest initiative in its commitment to fight cyberbullying, “WORDS HURT IRL,” a new campaign that kicks off with a powerful call-to-action video featuring the “Tall Girl” actor, Ava Michelle.

WORDS HURT IRL, debuting today in conjunction with National Stop Cyberbullying Day, features a series of videos featuring Michelle, a direct victim of bullying, both in real life and online. The videos share a hard-hitting summary of her personal story and urge viewers to “stop empowering hateful words” and “cancel hate online together.” Michelle’s career began as the star of “Dance Moms”, where she was fired from the show for being too tall, considering her 6’2″ stature. She then found success on “So You Think You Can Dance: The Next Generation,” and as the lead actor in Netflix’s hit series, “Tall Girl” and its sequel, “Tall Girl 2.”

“I think one of the best things you can do with the struggles you’ve been through is to really share those experiences with others and be able to learn and grow together,” Michelle said. “We assume that we are alone in what we are going through, but it is so important to know that we are not and that we will be fine. I am so grateful to Urban Decay for asking me to be a part of this. such a wonderful project and for always being a company that wants to do good. I’m beyond proud of what we’ve done!”

WORDS HURT IRL is the latest piece of Urban Decay’s ongoing commitment to championing a call to action exposing cyberbullying, one of the most destructive forms of mental health abuse plaguing the world today. , with over 50% of young adults being personally bullied. online behavior. In 2021, the brand embarked on a multi-faceted campaign against cyberbullying, launching a three-year partnership with The Cybersmile Foundation, an award-winning non-profit organization committed to digital wellbeing and fighting all forms of abuse. forms of online bullying and abuse. Given Urban Decay’s formative position as a digital marketing leader in the beauty industry, the allegiance to fighting cyberbullying was natural, designed to ensure that the brand’s online community – and at beyond – is always a welcoming, inclusive and safe space.

Urban Decay’s collaboration with the Cybersmile Foundation was designed to develop education and support resources for important issues associated with cyberbullying and mental health. The first element was created in February 2022 with six Urban Decay x Cybersmile interactive educational modules and an accompanying digital change toolkit, available free to users of all ages. With the goal of reaching 500,000 people online, this training guides users through simple, impactful materials on everything from “social media alliance” to “dealing with online bullying” to ” become an agent of change”. The whole program can be found at https://www.cybersmileeducation.org/urbandecay and in the resources section of the Cybersmile Foundation website. The partnership also includes a three-part program $300,000 gift from Urban Decay to the Cybersmile Foundation, to be used to continue its work and efforts in the fight against cyberbullying.

For more information on WORDS HURT IRL, Urban Decay x Cybersmile Education Modules, and/or Urban Decay’s partnership with the Cybersmile Foundation, please visit www.urbandecay.com/stoponlinebullying.


Urban Decay Cosmetics appeals to those who value their individuality and embrace what makes them different. We’ve challenged the industry’s definition of beauty since 1996, when we disrupted the sea of ​​pinks that dominated makeup counters everywhere. Badass cruelty-free, high-performance makeup. Reinvention rather than perfection. Unmistakable inspiration. Kindness rather than cruelty. Unsubscribe from beauty telling you to be pretty. Be what you want to be. For more information, visit urbandecay.com or follow @urbandecaycosmetics.


The Cybersmile Foundation is a multi-award winning non-profit organization committed to digital wellbeing and the fight against all forms of online bullying and abuse. We work to promote kindness, diversity and inclusion by creating a safer and more positive digital community. Through education, to research, awareness campaigns and promoting positive digital citizenship, we reduce incidents of cyberbullying and through our to help and Support services, we empower those affected and their families to regain control of their lives. Official site: https://www.cybersmile.org/

Urban Decay x Cybersmile Stop Cyberbullying Day with Ava Michelle

Urban Decay x The Cybersmile Foundation

Urban Decay x The Cybersmile Foundation



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